Consumers embrace second green wave

Most people claim they are willing to pay green taxes in order to combat climate change, according to a major new survey that also highlights growing customer support for green business models.

The BBC World Service poll of 22,000 people in 21 countries found that 83 per cent of respondents accept they will definitely or probably have to make lifestyle changes to help tackle climate change, while a majority in US and Europe are resigned to increased energy costs as a primary means of limiting global warming.

The survey, which was carried out by research firm GlobeScan, also found surprisingly high levels of support for green taxes. Overall half of respondents were in favour of increased tax on fossil fuels, while 44 per cent rejected the idea. However, when asked if they would support increased green taxes where the revenue raised was invested in environmental projects, large majorities supported the concept.

Doug Miller, president of GlobeScan, said that similar attitudes were increasingly evident in individuals' purchasing decisions.

"This poll focused on the public's willingness to pay more in taxes, but there are clear parallels in their willingness to look for and respond to new green product offerings," he said. "All our recent research has revealed this rise in public concern and activism around climate change and that is impacting the market."

He added that the widespread support for green taxes, particularly when hypothecated to ensure revenues raised are allocated to green investments, meant there was an increased risk that such taxes will become more commonplace.

"When the revenue raised is spent on areas that people want, they will support green taxes," he said. "You can see that in China, where 85 per cent are in favour of energy taxes because pollution is literally killing them and they want the problem tackled."

Miller argued that this wave in global green awareness was now as established as "the first green wave" of the early 1990s and was likely to prove far longer lasting due to the more widespread acceptance of the scientific risks.

"For businesses this research shows we are in a situation we haven't been in for the past 18 years and everything will change over the next five to 10 years, " he said. "A business that doesn't take this trend seriously and tries to get out in front, or at the very least doesn't keep its head down, will be punished by the market."

The survey comes just days after a similar study from Defra found that a sizeable proportion of UK citizens are willing to make lifestyle changes to combat climate change and will also happily pay a premium for green products.